'Do Something New, New Zealand' is the tagline of a just released marketing campaign from Tourism New Zealand that encourages domestic tourism. It will continue across the year with the aim of helping drive demand to the tourism sector right across New Zealand.
'Now is the perfect time for Kiwis to make their ‘NZ must do’ bucket list item a reality. We’ve all got things we’ve always wanted to see and do. This campaign shares those moments and gets people
While Tourism New Zealand is confident there will be a viable visitor economy for the country, the results of its pre Budget survey make grim reading.
Operators are forecasting layoffs to 52% of their work force, in the regions 49% lay-offs. All businesses surveyed report making hard decisions to keep their business alive – 37% have reduced staff, 31% are mothballing assets and operations, 9% have sold assets.
New Zealand tourism operators have been advised to hold their prices when the hoped for domestic tourism ‘surge’ begins during Alert Level 1.
Speaking at a Tourism Industry Aotearoa (TIA) webinar, Tak Mutu from Rotorua luxury tour operator, MDA Experiences said there is ‘lots of sound’ about New Zealand activities being too expensive.
Bjoern Spreitzer will lead the newly established team at Tourism New Zealand to restart domestic tourism. The team will ensure TNZ is set up to work in the domestic space and will be structured similar to offshore markets with PR, marketing and trade resource reporting to Spreitzer as general manager.
TNZ’s work in the domestic space will focus on demand stimulation at a national level. Research is currently underway to gather consumer insights to help shape an audience and channels strategy.
An environmental border levy and a reinstated Ministry of Tourism are major ‘wish list’ items for outgoing TEC chief executive, Lesley Immink. After six years at the helm of TEC (formerly ITOC) Immink has resigned to stand for the Opportunities Party at this year’s General Election. ‘An environmental levy at the border is a simple solution which has minimal impact on international visitors, captures everyone and would provide immediate returns to communities via a contestable fund,’ she says. Immink also believes the profile of tourism was greater when the industry had its own Ministry, which was disestablished in 2010. ‘When we have no Ministry the communication is disjointed, both internally amongst ourselves and externally to the public and media. I don’t understand why we are so accepting of this.’